Traditionally, the role of an SEO company providing services to business involved only two aspects of online marketing – keyword identification and content creation. However, at Roi.com, we feel that our goal is to help the small business in Melbourne achieve its online marketing objectives and overall business objectives. We do this by broadening the definition of SEO companies.
In order to help a small business in Melbourne achieve its goals, we need to implement goal-based SEO. This involves understanding the business objectives and goals and working backwards from this to arrive at a SEO campaign.
For instance, if a small business selling exercise gear is looking to implement SEO, we need to first ask them exactly which products they want to sell more of. A business selling affordable or low cost gear might want the SEO to focus on this aspect of their business and generate volumes. On the other hand, a business that sells specialty equipment will not want to focus on the more affordable equipment they stock.
SEO ranking and conversions often depend on loading times of the websites. This means that the SEO company needs to look into what are actually the technical aspects of the site and ensure that it loads quickly across the various devices – desktops, smart phones, and tablets. This will help the small business generate greater revenues.
While a more traditional approach to SEO measures only the search engine rankings for keywords, a broader perspective will ensure that the SEO team focuses on more valuable metrics such as conversion rates and actual conversion numbers. These metrics need to be kept in mind during content creation and page design.
A SEO group with a broader conception of their role will ensure that some keywords lead to information pages while other lead to product sales pages. This type of individualised attention will ensure that customers are more likely to find the information they need and make the purchase decision sooner.
A fantastic and dedicated SEO company will use a multipronged approach to lead prospective customers to the business website. For instance, the SEO should use the local approach when dealing with Melbourne based businesses. However, they should also utilize product descriptions, specialist blogs, and other such tools if the local business offers a specialized product. This multi-pronged approach will ensure that the number of visitors to the website goes up as well as the number of conversions.
While traditional approaches to SEO can be a starting point for a local business to begin online marketing activities, a dedicated SEO venture needs to use a broader approach to ensure that the website and digital presence is utilized to benefit the business to the maximum extent. This is possible by looking at SEO as one angle of online marketing and integrating it with the overall marketing philosophy of the business. This can only be done after an in-depth study of the business and its goals.